In the world of digital marketing, there are many key roles that need to be fulfilled. One of these is: the copywriter. Who else is going to take the time to create meaningful and engaging content for your audience? Who will be maintaining consistency with your brand tone, style and core values?

Aside from the obvious value copywriters bring in regard to producing written marketing content, copywriters also perform a vital role in the success of any Search Engine Optimisation (SEO) campaign. In fact, it is because of content that the web came into existence. As a result, SEO content must perform some core functions, which include to:

  • Inform and educate website users
  • Sell goods and services to website users
  • Tell search engines what you are informing, educating and selling

A professional Brisbane copywriter who specialises in SEO website copy is an invaluable addition to not only your content marketing team but also your company as a whole. Here’s why. 


The Importance Of SEO Website Copywriting

To firstly understand the importance of an SEO copywriter, you must first understand the importance of SEO.

SEO content writing is all about creating useful and compelling content that is written around industry-specific keywords. By including these keywords in business writing, SEO Brisbane copywriters increase their company website’s visibility on Search Engine Results Pages (SERPs), and assist with the spread of brand awareness outside of the classic social media posts and email marketing techniques. This practice involves a delicate balance between catering to search engine algorithms and providing valuable information to the target audience.

It’s important that copywriters in Brisbane have an understanding of SEO and how it plays a role in ranking a website.


Keyword Research Before SEO Copywriting

The first step in any SEO content writing services Brisbane is, of course, keyword research. You can’t write the content without knowing what search terms your target audience is using or without deciding on which exact ones you want to rank for. (Ideally, all of them, we bet)

Keyword research is the process of finding and analysing search terms (words and phrases) that people enter into a search engine to find a certain product, place, service, etc. And the keyword research is actually a whole discipline in itself. To understand the basics of keyword research, there are three basic questions to ask:

  • What do you do?
  • Where do you do it?
  • What do people type into a search engine to find it?

In the context of SEO, we are interested in optimising website content to increase rankings for organic traffic. Organic traffic is basically those who visit your website from unpaid sources. Generally, organic traffic filters through Search Engine Results Pages (SERPs). There are many keyword research tools available, such as Google Ads & Ubersuggest which are free, or you could pay for tools such as Moz or KWFinder.

Now that we have a tool, something to sell, and the answers to the three basic questions (above), we can start to think about keywords. One of the best ways to do this is to list what it is you do and want to sell with SEO content writing in Brisbane. For example, “SEO copywriting”. Write a list with as many variations as you can come up with to create a keyword list – we recommend including locations too. You’ll then end up with a list like this:

  • SEO copywriting
  • SEO copywriter Brisbane
  • SEO content
  • SEO content writing
  • SEO content writers
  • SEO copywriters


The Art Of SEO Copywriting

The next part of the process is actually writing the SEO copy. Producing a high-quality piece of content is the only way to reach the top of Google’s SERP. Since we’re hypothetically selling SEO copywriting services in Brisbane, we will focus the following example on writing marketing copy. So whoever writes the text, it’s a good idea to write sales-focused SEO content.

Now that we have our keywords, we need to add them to pages. Assume that you are creating a shiny new website. In which case, you need to group the words. Let’s take the list of six keywords (above) and create two keyword groups. These will form the themes for the pages that we want to write. You must create and assign one group/theme per page:

  • SEO copywriting Group
  • SEO copywriting
  • SEO copywriters
  • SEO copywriter Brisbane


  • SEO Content Group
  • SEO content
  • SEO content writing
  • SEO content writers

We’ve done the keyword research, we’ve grouped them up, and now let’s start to create content. We need to create two sales pages that are hyper-focused on selling SEO copywriting services.

But these keywords can’t just be stuffed onto a page – they need to be carefully placed. After all, they are to blend in and be a part of the marketing story you wish to sell to your audience. An SEO website content writer in Brisbane has to be skilled in writing content that’s not only well-optimised but also engaging and informative to users. 

On top of optimisation, a professional copywriter must also consider other factors for the success of their content, such as user experience, readability and relevance. Search engines like Google prioritise content that satisfies user intent and provides a seamless browsing experience. Writing content that addresses the needs and interests of the audience while maintaining a high level of readability is essential if you want to succeed in the world of SEO content creation.

Here are three tips on SEO copywriting that our SEO copywriter in Brisbane recommends that you follow:


When you are writing the headline for the sales-focused web copy, think about what is the main message that you want to communicate is. Focus on that one thing. Explain what it is that you do or tell how your readers will benefit from your SEO content writing services.

Tip: Use your main keyword in the title.


This is as far removed from the traditional academic way of writing as you can get. Sales copy is different. Your sales copy needs to be as easy to read as possible. Why? Your readers really don’t want to make that much of an effort to read your content.

Short sentences are much easier to read than long, drawn-out, soulless sentences. That’s why sales-focused copywriters don’t need to worry about starting a sentence with ‘But’ or ‘And’. They need to do it quite often to grab attention and sell, sell, sell!

Tip: Use one of your main keywords in the first paragraph.


SEO content writing, especially sales copy, needs to be about solving problems. If someone has the keywords “SEO copywriter Brisbane”, then they probably are looking for someone like you if you service the Brisbane area. As an SEO agency, we know people will look at multiple websites before they shortlist and connect with the agency that they want to use. To get that connection – you need to solve their problems

Tip: Use all of your keywords multiple times when writing SEO copy to get your business ahead of the rest.



Writing For Local SEO

Google Business Profile (GBP) has become the focal point of local search. Google is more likely to share content that it can support and verify. GBP is the main tool to help your business meet Google’s needs, and one any business can (and should) set up. When setting up your GBP, you’ll need to include:

  • Business categories
  • Office address
  • Locations that you service
  • Business opening hours
  • Business contact details

Another useful feature of GMB is the ability to write and publish:

  • Short posts
  • Special offers
  • Event promotions
  • Products for sale

Every business must have a GBP profile. It will give you a strong local presence when people search for a local business, such as yours in their area. Your business name, office address, contact information and website address will be displayed in Google search and maps results, and links to your social media pages.

A website copywriter in Brisbane can write your GBP description, which is essentially a short summary of your business and its services to inform users who come across your profile. This is also best written with SEO best practices, to help boost your company’s relevance and increase rankings for the search terms you want. From your GBP description to the business information that you write through any post or about your products, consider it SEO content writing. Every business needs to create a GBP profile. In the world of SEO, GBP is one of the most valuable ranking factors. 

But, wait. What are the ranking factors? 


Ranking Factors For SEO Content Strategy

Ranking factors are what search engines evaluate web content with to compile the rankings of their SERPs. Whilst this article is about the text you write, it’s worth noting that Google will sometimes return SERPs that also include images and videos if it considers these elements to be of value to what a user searched for.

When you publish anything (copy, image, video) about “SEO content writing services Brisbane”, search engines grade it against all of the other content produced around “SEO content writing services”. Google has about 200+ (known about) ranking factors. Over the years, SEO experts have observed and documented how the information they produce is ranked. It’s worth noting that Google itself has never published its ranking factors.There are two groups of ranking factors – off-page and on-page. To get you ranking high on SERPs, you need to focus on these two ranking factor groups. These are split into two sets of SEO practices, both of which, (along with local SEO) form an SEO campaign:

  • Off-Page SEO deals with sending off-page factor signals to Google about your site, from other websites. Local SEO is one strategy used in off-page SEO.
  • On-Page SEO is about optimising your website itself, and SEO content writing is one component of on-page SEO.

Once you have all the right content in all the right places, solving the right problems, we need to rank you as an SEO writing expert who writes copy that both web users and search engines can read. Now we’ve established the basics of what ranking factors are, we can look at the two groups in a bit more detail.


Off-page SEO refers to actions taken outside of your own website to impact your rankings within SERPs. The most common form of off-page SEO is referred to as link building and blogger outreach. A link on someone’s website linking back to yours provides signals to Google about the authoritativeness of your website.

Read more about how we sell our off-page SEO services.


On-page SEO is the practice of optimising the user experience on individual web pages in order to rank higher and earn more relevant traffic in search engines. On-page refers to both the SEO content writing and HTML source code of a page that can be optimised, such as the meta title tags and the meta description.

Learn more about how we practice on-page SEO.



SEO copywriting is the key ingredient to climbing the SERP rankings and winning over your audience. As the online landscape constantly morphs, mastering the art of SEO copywriting becomes the golden ticket to staying visible and relevant. It’s the fine balance of captivating your readers while sending signals to search engines that scream, “Hey, this content is what you’ve been looking for!”

In the ever-evolving digital world, by staying on top of SEO best practices and understanding the shifts within search engine platforms, your business will continue to thrive online.